The document provides information about the IFLA BibLibre International Library Marketing Award. The objectives of the award are to reward the best library marketing projects worldwide, encourage marketing in libraries, and allow libraries to share marketing experiences. Any library worldwide that markets its products or services can apply. Applications must be submitted in one of seven IFLA languages and include an original marketing project proposal that answers application questions and describes the benefits, components, targeted customers, marketing strategy, and results of the project. Proposals will be judged on their strategic approach, creativity, potential for visibility and support, effectiveness, and commitment to ongoing marketing activities.
1. IFLA BibLibre International
Library Marketing Award
“What Makes a Great Library
Marketing Initiative?”
OPEN SESSION: Management and Marketing Section
Wednesday 17 August 11:45 – 13:45
C210-212
“True Marketing: Defined”
Dr. Christie Koontz
2. • Objectives of the award are to:
Reward the best library marketing projects worldwide during the previous
calendar year;
Encourage marketing in libraries;
Give libraries the opportunity to share marketing experiences.
• Guidelines
Any library worldwide that markets library products or services is eligible to
receive the award.
Applications must be written in one of seven IFLA languages, but as the working
language of the jury members is English, they may use Google translator for
translating non-English applications. Applicants may also submit an English
translation if they prefer. The version should be electronic.
Applications must be submitted before xx date (including any supporting
materials).
Proposals must
present an original project of marketing for a library of any kind;
answer each question on the application
3. So What is Marketing?
Marketing is a process that you do over and over again – a
tried and true systematic approach for matching services and
products to a consumer’s wants, needs and desires.
In the U.S., the average person is bombarded with some 1800
marketing messages per day—it seems someone is always
trying to persuade us to buy something.
4. Marketing Is:
• The process of identifying
customers’ needs
• Assessing what you do for
maximum customer
satisfaction.
• Applying common sense
• Selling
• Products/services
• Just promotion or advertising
• About increased profit
• Strictly for businesses
Marketing Is Not:
5. Philip Kotler’s Definition of Marketing
“Marketing is getting the right goods and
services to the right people at the right
place at the right time at the right price
with the right communication and
promotion – marketing is a human activity
directed at satisfying needs and wants
through exchange processes.”
(Marketing for Non-Profit Organizations, 6th
ed)
6. What You Need to Market:
Organizational Mission, Goals, and Objectives
(all marketing projects must be built upon these)
7. The Mission States Who You Are
• expresses the philosophy
• illustrates core values
• provides consensus
• offers education
• creates awareness
8. What do we want to do now that we are not doing?
What do we want to achieve: generally and specifically
Purpose
• GOALS: What you want to achieve in general
• OBJECTIVES: What you want to specifically achieve
Objectives
• Must be measurable, quantified
• Can be process or outcome – do something, that results in something
• Limit to one process or outcome for each objective
• Supported by strategy and action plan
• Keep realistic
Organizational Goals & Objectives
12. Step 1: Market Research
The function that links the information professional to the customers’
wants and needs
• Identifies actual and potential customer data
• Designs the methods of collection
• Manages and implements data collection processes
• Analyzes results
• Communicates findings
• Marketing research is planned and systematic
MARKETING RESEARCH IS:
13. The Environment of Marketing for
Library and Information Services
Organization
Plac
e/Channels of Distrib
ution
Price
Offer
Promotion
Marketing Strategy
Behavior
Dem
ographic Lifesty
le
BenefitsSought
Geographic
Target Market Segments
M
ed
ia
Physical Legal/Regu
latory
Social/Cultural
Competitive Technologi
cal
Political
Environments
D
epartm
ents
Customers
Stakeholders
Suppliers
15. Market Segmentation
A market segment is a group of potential
users who share similar wants and needs.
Definition of Market Segment:
Market segmentation is grouping
your users (customers) so you can
deliver products and services
efficiently and effectively.
16. Current Markets
Who Are Your Current Customers?
A Market is all the people who participate in the exchange
process for a good or service
E.g., all library, museum, non-profit
users
• A market segment is people who
share similar wants and needs
E.g., online reference users
• Market segmentation is process of grouping
E.g., virtual reference, teen-space, special topics, volume of
use, etc
17. Libraries Practice
Market Segmentation for over 100 Years!
Adult, juvenile
Mystery readers
Internet users
Freshman
Distance student
Faculty
Curricula
Field of study
Department/division
19. Marketing Strategies
are based upon marketing goals and objectives…
which are driven by the organization’s overall
mission and goals and objectives
• Organization Mission Statement
• Organization goals and objective
• Marketing goals and objectives
20. Refine your target market:
Age
Gender
Location
Who are the specific new customers you want to reach?
Based on your research, you can now be specific.
Example: Preliminary Target Market
Older citizens who are unable to visit the library
Target Market:
Male and female residents 60 years or older who are literate, who live at home on
the south side of town, whose income is at or below the poverty level and who have
limited mobility due to age or disability.
Socioeconomic
status
Psychographics
22. Marketing Mix Strategy
Marketing Mix is the development of
products, price, place and promotion of
materials, services and programs to serve
your identified target market
Every PRODUCT has a PRICE and must be
made available some PLACE that groups find
out about through PROMOTION
How these work together for optimal customer
satisfaction is the marketing mix strategy.
• Product
• Price
• Place
• Promotion
23. Product…
Goods
Books, cd’s, films, journal articles, online databases, videocassettes, educational games, software,
Internet access, toys
Services
Computer or manual aided searches, instruction on the use of the library, virtual reference
Booktalks, story hours, exhibits, demonstrations, document delivery, interlibrary loans
Person
Reference librarian, children’s librarian, subject specialist
Place
The library, the website, the chat room
Idea
VRD is a professional tool for solving problems and getting information quickly
Anything that can be offered to
a market to satisfy a need.
24. Price
(Customer Costs)
Nickels and Time!
…price can mean the trouble of acquiring
something, not just a monetary charge
• Travel time
• Wait time
• Inquiry time
• Speed of assistance by librarian
25. Place
PLACE is how your organization makes its products and
services available and accessible to its markets
• Facilities
• Bookmobiles
• Units or division deposits
• Hours of Access
• Remote Access to On-Line
Catalogs, Databases
• E-mail reference
• Home delivery
26. Cyberspace and or ‘place?’
‘Walk-in’ registered borrowers affected by geographic
location of library
Hours of access affect place
Type of browser affects place
Interior layout of the library affects delivery of
services
27. Promotion
Promotion is getting the word out on your products or
services through the use of :
•Advertising – paid or public service-electronic media, print media,
outdoor, transit
•Media/Publicity– news releases, community events/announcements
•Sales Promotion– flyers, posters, handbills
•Point of Purchase – displays
•Interpersonal – word of mouth
•Internet communications – banners, pop-ups,
•Intranets and websites
•Special Events – fairs, exhibits, openings (online or on site)
28. Marketing Mix Strategy
Product, price, place and
promotion work together to
provide optimal customer
satisfaction.
To implement the strategy--the
library must be willing to tweak
the 4P’s, as well as not put the
burden on the customers.
29. MARKET STRATEGIES:
Based on your research, describe the strategies you will use to
achieve each objective
GOAL: Increase services to older residents who cannot come to
the library
OBJECTIVE: To design and implement a home visit program that
reaches 50 homebound elders in the southeastern part of the city
next year
TARGET MARKET: Male and female residents in the southside of
town who are 60 . . .
30. The Action Plan
You have identified internal and external influences -
You have identified customer markets and targeted -
Research You know what you want to do –
Goals You know specifically what you want to achieve –
Objectives You’ve decided how you want to approach things –
Strategies Now all you need to identify the Who/What/When of tasks
Action Plan
32. Evaluation
Did You Accomplish What You Wanted?
Your evaluation should…
Measure whether the OBJECTIVE was achieved
Be designed before the project is implemented
Measure outcome or completion of process
Be realistic – something within your means to assess
Incorporate performance measures
Include a feedback loop, a method for revising your approach
33. Example
1. Number of eligible
participants identified
2. Number of requests to
participate
3. Number of repeat users
4. Customer satisfaction based
on survey
1. To identify at least 100
eligible participants
2. To provide books to at least
90 percent of all requestors
3. To serve at least 50 repeat
individuals during the year
4. To achieve at least an 80
percent rating of good or
excellent customer
satisfaction
Evaluation Criteria
BRAINSTORM!
Performance Measure
Objectives
34. True Marketing Incorporates
all Four Steps
Market Research
Identifies Potential & Actual Customers
Market Segmentation
Groups Customers
Marketing Mix
Develops Satisfying Customer Offerings
Marketing Evaluation
Measures Success
Step 3
Marketing
Mix
Step 4
Marketing
Evaluation
Step 1
Market
Research
Step 2
Market
Segmentation
35. Criteria
Applicants will be judged on the following:
Strategic approach to marketing, indicated in the
research and planning stages of a submitted project;
Creativity and innovation as demonstrated by the
originality of solutions to the marketing challenges;
Potential for generating widespread public visibility and
support for libraries, irrespective of the kind or amount
of resources employed;
Effectiveness illustrated by measurable objectives and
subsequent evaluation methods;
Commitment to ongoing marketing activities.
36. Proposals must
present an original project of marketing for a library of any kind;
answer each question on the application;
give an explanation about the benefits of the project from a local
perspective;
describe the components of the project as outlined in the
application;
express the identified needs of the targeted customer(s) involved;
give a full description of the marketing strategy;
summarize the marketing project and its results.
All proposals must reflect the above. Libraries and institutions are
encouraged to describe the imaginative and inventive aspects of the
projects.
37. Share your True Marketing!
IFLA - BIBLIBRE INTERNATIONAL LIBRARY MARKETING
AWARD / Prix international IFLA - BIBLIBRE de
Marketing dans les bibliothèques / PREMIO
INTERNACIONAL IFLA - BIBLIBRE DE MARKETING DE
BIBLIOTECAS / Internationale Auszeichnung für
Marketing in Bibliotheken / 届 IFLA 国际市场营销奖
爱墨瑞得 / تتتتتتتت تت تتتتتتت تتتتتتت تتتتتتت
/ МЕЖДУНАРОДНАЯ ПРЕМИЯ ИФЛА в области
МАРКЕТИНГА
So what is marketing—
The primary force of any successful business—and key ingredient to the success of the library and information organization--
There are many good examples of customer-centeredness in VRD literature—one I came upon was the Anytime, Anywhere Answer—a tutorial that helps staff build skills for virtual reference—including weekly assignment s that encourage a view of virtual reference through the eyes of users—a true hallmark of a customer-centered and successful organization—one that views all services from the eye of the user—
So marketing is a process, an assessment—common sense-
It is NOT just selling—sales are an outcome—
Products and services are what satisfied users—which is where marketing starts—
Advertising is only one of the many promotional tools for marketing-
Increased profit or use results from quality optimal services
Again—marketing is not a start-stop process- it is ongoing, and continual—This above definiton of marketing also leads you to how you evaluate if you are successfully marketing--the definition turns into a series of questions--
While the mission statement is now well-known to libraries it was only two decades ago that many libraries and other organizations did not have mission statements or well-defined ones—this is the critical first step to successful marketing….
Philosophy—opportunity to express what is important—core values
Consensus – common values of stakeholders—those involved in development will be motivated to work towrards achieving it..’
Education – shows purpose of the library—educates people about what the library does and does not do– ex. Osceola county
Goals and objectives are often confused—a goal—an objective--
The mission should not by rule of thumb change more than every five years—it should be a compass—a constant—the goals and objectives change yearly based upon changing customer needs and wants --
Many models may have six steps—or five –this is a model I have used over the past decade or so that I developed for use in our field…it covers all the basics of marketing--
This model represents tried and true marketing concepts—a text would cover these concepts—someone else might create a six step model—I have relied on this for presenting the basic concepts upon which to build knowledge of marketing--
Marketing research is the continuous acquisition and analysis of customer-related data. Data answers simple question with regard to the who what where of customers and describe the environment customers reside in and how the environment affects their behavior. While marketing research is often specific problem related, optimally agencies should be gathering customer-related data on a continuous basis so the information is available for decisionmaking when needed. Librarians have two fold advantage: trained to gather and the library is by definition--a treasure trove!
All organizations reside in an internal and external environment—this is one of the several formal marketing concepts that I will present that is not usually integrated into library and information marketing literature. It is a useful graphic to illustrate the complexity of our environment—and the critical need to formally scan our environment on a regular basis for better management—not just for our customers!
While virtual reference may represent a larger community than traditionally served, you are already working on your service delivery strategies—if is more important than ever that you know to whom that central service gateway is delivering service—only by segmenting into groups can you prioritize--
You hear a lot about the four P’s—another marketing concept that has great visibility. The Promotion P is one of our field’s favorites—but the hard work of marketing research and segmentation must come first before you get to this colorful part—The marketing mix strategy is how the product (a good service idea place or person) works with the price of that offer, the place of distribution and promotion of messages—to achieve optimal customer satisfaction.
Promotion is often confused with marketing—in fact in the old days before Library Literature was online, the first exercise in my marketing class was for students to find ‘marketing’ in the multi-volume index. All would pile downstairs to the library school’s library and dig through mountains of printed pages. Lo and behold and with great chagrin-’marketing’ would be found under publicity—that would be like indexing body under pinky finger--
Again—and once we embrace the concept that libraries offer customers products—which may be initially difficult—if you make the leap, a stroll through the library with pad and pencil will reap an iteration of the library’s product mix—a product line—would be all the offering e.g. of V
Normally when I teach marketing most concepts are from the users point of view—so for this time we share—you must ask what is the price the user is paying? WE are charging nickels and time—not just dimes. Price is what people give up of value to them to obtain the product—Consider long ago when people simply traded with each other—perhaps they would farm a plot of land in order for their family to grow their own food or trade intricate shells for hand hewn tools—In today’s world someone who owns a beach house may exchange a weekend for the recipient painting the walls of two rooms—in today’s world time is a commodity that is valued—For a marketing library and information professional it is critical that we understand this broader concept of price—
I understand that VRD offers tiers of gods—some questions take longer time, people are willing to pay the higher price to procure what would be in retail—a specialty good--
..just like retail stores channels of distribution whether virtual or physical--an optimal location/distribution affects sales/use throug h distance between facilities; topographical or cultural barriers, population characteristics—people choose to “travel’ for products. This is where the previous factor cost of travel time enters into a partnership with place. Hours of access (facility and online) also delimit ‘travel’ to place.
For example, as discussed earlier—the library’s product mix ranges from children’s materials to meeting room space, to reference services. Virtual reference services that require time and knowledge of a subject specialist would be considered a specialty good with narrow and deep inventory. Retailers know people will travel a greater distance for a specialty good, or spend more time acquiring the good. Also libraries carry convenience goods—things you run in and out for such as newspapers, email access, quick references—yet libraries are bound to many of its goods by place.
So to overcome our lack of flexibility to adequately provide optimal location for our man product lines and broad product mix, we must act on those aspects of location we can control or at least affect. In short we must strive to make products convenient when they are convenience goods—and rely on specialty goods to warrant user investment. and between
What else?
Word of mouth is the strongest and most reliable –but requires evidence of success for a period of time that reaches the targeted customer group.
There is now more than ever a wealth of data to be mined—the research potential is non-ending—but following the steps of marketing will assure there is one—a quality product to evaluate, data to be reaped from specific segments with measureable objectives to assure there will be reliable data regarding meeting identified customer wants and needs--